What's the secret to building successful mobile apps for Indian consumers in AI? The answer lies in understanding their needs and aspirations. Gone are the days when AI products were just Western concepts with Hindi copywriting; today, founders must focus on creating solutions that cater specifically to Indian users.

Building an AI-powered app for Indian consumers requires a deep understanding of their unique challenges and preferences. In this article, we'll explore four key principles to guide your mobile app development journey:

Building for Aspiration, Not Productivity

In the US, AI products often focus on productivity – streamlining workflows, automating tasks, and increasing efficiency. However, in India, people are more likely to pay for apps that help them achieve their aspirations: getting a better job, learning new skills, or starting a side hustle.

Identify the problems Indian consumers care about enough to use daily and eventually pay for. This might include AI-powered tutors for specific goals, like cracking government exams or preparing for coding interviews. Value props should focus on increasing users' odds of achieving their desired outcomes.

Leading with Distribution, Not Models

Many founders start by building a fancy AI model, but the real key to success lies in distribution channels that matter. In India:

  • WhatsApp is the primary UI, with over 850 million users.
  • UPI has enabled seamless transactions and payments.
  • OEM pre-installs can provide a long-term edge.

Focus on embedding your AI product within existing workflows, using WhatsApp as your primary UI, and leveraging UPI for payment primitives. Avoid overcomplicating checkout processes – instead, use autopay and UPI to simplify transactions.

Designing for Bharat UX

Indian consumers have different preferences when it comes to user experience (UX). They are more comfortable with voice-based interactions and prefer low-friction experiences. Your AI product should:

  • Accept voice inputs in local languages and dialects.
  • Respond with audio and text outputs.
  • Offer a "single-tap" UX instead of fiddly UI.

Additionally, design your app for family-centric usage, with shared progress dashboards and the ability to switch profiles quickly without heavy authentication. Low anxiety onboarding is crucial, as users worry about data misuse, embarrassment, or scams.

Focusing on a Narrow, High-Frequency Wedge

Don't try to build an AI-powered app that tries to solve every problem at once. Instead, focus on a narrow, high-frequency wedge: identify one painful use case and then expand horizontally.

For example, start by building an AI assistant that helps small service business owners manage their operations, marketing, pricing, copywriting, and customer responses. This is where the magic happens – your users will see tangible results and be more likely to retain your app.

In conclusion, building successful mobile apps for Indian consumers in AI requires a deep understanding of their unique needs, preferences, and challenges. By focusing on aspiration, distribution, Bharat UX, and a narrow wedge, you'll be well-equipped to create products that resonate with Indian users and drive long-term growth.